From Tactic To Strategy: Research About Development Of News Groups

This paper is about the three major news groups in Guangdong (Guangzhou Dairly News Group,Nanfang Media Group,Yangcheng Evening News Group) , to discuss the competition tactic, especially the sense of stragedy that reflect during their development.The first part takes a brief review of the background of Guangdong news, and bases on the organization of history, clarifys the Formation of the competition pattern of Guangdong news market.The secong part focuses on the three major news groups in Guangdong, points out their development are going through a progress from tactic to stragedy. From the competition in contents publishing and advertising at the very beginning, to all-round strategic competition, such as product construction, news brand, capital operation and development pattern.The third part introspects the sense of stragedy of three major news groups, reveals their concepts are going through from their own experience to a conscious evolution, and to emphasize the importance of innovative strategies in the newspaper's development.The fourth part takes a a forward-looking analysis of the future stragedy of domestic news group, while analyze the News Group and New York Times News Group in the United States, trying to get some useful inspiration.The closing part summarizes the core point of this paper, and emphasizes that having a conscious sense of stradegy or not, is of great singnificance to the future development of news groups.